Effect of branding and green marketing orientation on green marketing performance of Tehran municipality sports programs

Document Type : Original Article

Authors

1 Associate professor. Faculty of Physical Education and Sport Sciences. University of Tehran. Tehran. Iran

2 Associate Professor. Faculty of Physical Education and Sport Sciences. Kharazmi University. Tehran. Iran

3 PhD Student. Faculty of Physical Education and Sport Sciences. Kharazmi University. Tehran. Iran

Abstract

The aim of this study is to determine the effect of green branding and market orientation on green marketing performance of Tehran municipality sports programs. The present study was a descriptive correlational research based on structural equation modeling. The statistical population of the study consisted of managers of Tehran municipality (managers of 22 districts and sports complexes) with 800 persons and the statistical sample was selected based on Cochran formula 260 persons. In this study, questionnaires of Green Branding and Market Orientation on Green Marketing Performance were used. The results of structural equation modeling showed that green market orientation has a significant positive effect on green marketing performance. Whereas, brandies had no significant effect on green marketing performance. Also, it was observed that green market orientation explained 52.8% of the variance of green marketing performance. Therefore, adopting internal strategic plans to promote green branding in sports programs of Tehran Municipality seems necessary.

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